Where we focus
Sectors we work with.
Adjacent works with owner-managed businesses in sectors that traditional agencies overlook. Not because the work is less interesting — because the opportunity is larger. These are businesses with real revenue, real margins, and a digital gap that is entirely closeable.
Industries
Sector A
Pest Control & Hygiene Services
Commercial operators serving food production, hospitality, and healthcare clients. Contract revenue, strong margins, and almost no digital presence. The companies that rank on page one are winning contracts the rest of the market does not know are available.
Sector B
Commercial Cleaning & Facilities Management
Office, industrial, and property cleaning contractors. Procurement-led buyer journey, contract-based revenue. Most operators look identical online. The differentiation gap between a professional digital presence and the average competitor is significant.
Sector C
Specialist B2B Trade Services
Electrical contractors, fire safety and compliance, plumbing and mechanical engineering, industrial equipment servicing. Their ideal clients are searching for them on Google right now. Most of them are finding a competitor instead.
Is this you?
The businesses Adjacent works best with are not looking for an agency. They are looking for more clients.
Most of the businesses we work with did not know they had a digital problem. They knew they had a pipeline problem. The two turned out to be the same thing.
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You win most of your work through referral and know you are leaving pipeline on the table.
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Your website exists but has not been touched in two years, and you are not sure it is doing anything useful.
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You would not describe yourself as a marketer. The service is good. Getting in front of the right clients is the problem.
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You are billing between R2m and R20m annually, the business is profitable, and you want the next growth stage to come from somewhere other than word of mouth.
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You have looked at agencies before and found them either too expensive, too vague, or clearly unfamiliar with your sector.
The approach
Research before the first conversation.
Before Adjacent speaks to a prospective client, we use AI to map their competitive landscape: who is ranking for the search terms that matter in their sector, what content they are using to win those positions, and where the gaps are. That research takes 24 to 48 hours. It is ready before the first meeting.
The reason this matters for sector-specific work: the competitive landscape for a commercial pest control operator in Gauteng is very different from one in Cape Town, and both are different from a facilities management contractor. Generic marketing advice does not account for that. Sector-specific research does.
Get started
We will map your competitive landscape before we speak, at no cost.
The first conversation starts with something useful: a specific view of who is ranking for your most valuable commercial search terms, and what it would take to change that. No commitment required.